UAE-based Maseera Corporation Buys Fintech Startup ADVA from Egypt
In a significant move for the digital finance sector in North Africa and the Middle East and North Africa (MENA) region, Abu Dhabi-based Maseera Holding has announced the acquisition of Egyptian fintech startup ADVA. The deal, expected to close in the third quarter of 2025, marks Maseera's ambition to leverage ADVA's technology and data analytics capabilities to expand its digital finance offerings.
Khalid Al Mansoori, CEO of Maseera, stated that Egypt is a critical market for their growth strategy. Rania Gaafar, founder and CEO of ADVA, views the acquisition as a major milestone. Gaafar's vision for ADVA is to make financial services more accessible and inclusive, and she believes this partnership significantly strengthens that mission.
ADVA, known for its flexible installment payment plans across various services like education, healthcare, insurance, and travel, quickly gained momentum in Egypt's growing fintech landscape by meeting the rising demand for alternative consumer financing options. The startup's core leadership is expected to remain in place and guide the company's next growth phase under the Maseera banner.
Maseera aims to broaden its consumer finance portfolio with this acquisition and intends to grow ADVA's merchant network. The consolidation trend in the MENA's fintech ecosystem involves larger firms building regional powerhouses capable of serving diverse and rapidly growing markets. This partnership between Maseera and ADVA is expected to boost ADVA's growth in the region, and the transaction involves a mix of cash and stock, according to sources close to the matter.
The acquisition signifies a broader pattern of consolidation and cross-border transactions within the MENA's fintech ecosystem. Maseera plans to invest further in ADVA's technology and introduce new products tailored to Egypt and other MENA markets. The deal is anticipated to enhance technological infrastructure and enable more scalable, data-driven financial services, potentially accelerating digital financial inclusion and improving access to advanced financial technologies for businesses and consumers alike.
While specific regulatory approvals are typical in such acquisitions, the transaction is progressing with expectations to close in the near term. The move aligns with broader trends of private investments and strategic acquisitions facilitating technology upgrades and sector expansion within MENA, as seen in adjacent sectors like healthcare and mobility.
In summary, Maseera’s acquisition of ADVA strengthens its footprint in the digital finance sector across North Africa and MENA by integrating advanced fintech capabilities. This is expected to drive innovation and growth in these regions’ financial ecosystems.
Khalid Al Mansoori, CEO of Maseera, envisions using ADVA's technology and data analytics capabilities to expand Maseera's business in digital finance, particularly in Egypt. The partnership between Maseera and ADVA in the technology sector is anticipated to boost ADVA's growth and enhance technological infrastructure, potentially accelerating digital financial inclusion and improving access to advanced financial technologies for businesses and consumers in the region.
